The Hospitality Marketing Plan Flashcards

What is the primary role of the evaluation and control section of a marketing plan?

Answer: Comparing actual results with objectives and adjusting tactics

Evaluation measures performance against objectives and triggers corrective action.

A contingency plan in the marketing plan is meant to:

Answer: Provide alternative actions if results fall short or conditions change

Contingency plans prepare alternate tactics for unexpected events such as demand drops.

Which is an example of a hotel using a differentiation strategy?

Answer: Offering a signature spa and culinary program no competitor has

Differentiation builds unique features that guests value and competitors lack.

Which of these best describes a market's 'demand generator' for a hotel?

Answer: A convention center, university, or hospital that brings visitors to the area

Demand generators are local organizations or attractions that create room-night demand.

Why should the marketing plan be shared with department heads?

Answer: Everyone's coordination is needed to deliver on the promises marketing makes

Service delivery depends on all departments understanding and supporting the plan's positioning and goals.

Which sequence correctly reflects the STP marketing process?

Answer: Segmentation, targeting, positioning

STP stands for segmenting the market, targeting chosen segments, and positioning the offering to them.

ADR (average daily rate) is calculated by dividing:

Answer: Room revenue by rooms sold

ADR equals room revenue divided by number of rooms sold.